How to Transform Marketing from a Cost Center to a Strategic Driver: Insights from Allyson Burroughs, Founder of Holt Whitley Consulting

In this episode of The brndBrief Podcast, our newest guest Allyson Burroughs, Founder of Holt Whitley Consulting, LLC, shares insights from her extensive career in B2B and B2G marketing, emphasizing the importance of aligning marketing strategies with overarching business goals. The discussion explores the evolution of marketing in the digital age, the role of brand building, and the critical skills needed for marketing professionals in the coming years.

Key points include:

📌 Marketing initiatives must be firmly anchored to business strategy rather than chasing trendy tactics - leadership alignment and clear documentation of goals are essential for success in highly regulated industries.

📌 Brand remains central to business success, especially as digital landscapes evolve - with changes like AI-generated search results pushing brands down search pages, building brand trust and awareness is more critical than ever.

📌 Avoid getting overwhelmed by trends; instead, concentrate on initiatives that support core business objectives.

📌 Future marketing success requires a dual focus on technological advancement (particularly AI) and human elements - professionals need to balance understanding new tools while maintaining empathy, discernment, and intentional partnerships across different business functions.

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Guest Information

www.linkedin.com/in/allysonwburroughs